Amazon Is the World's Most Valuable Retail Brand, Followed by Alibaba, Millward Brown Says

Yicai Global

DATE : Jan 04 2017/SOURCE : Yicai

Amazon Is the World's Most Valuable Retail Brand, Followed by Alibaba, Millward Brown Says

(Yicai Global) Jan. 4 -- Millward Brown, a subsidiary of the world's largest advertising and communication group WPP, has released its 2016-2017 world's most valuable retail brand report. The US e-commerce giant Amazon topped the list and became the world's most valuable brand, with its brand value increasing 59 percent over the previous year to USD98.9 billion. China's e-commerce giant Alibaba and the world's leading home building materials retailer Home Depot ranked second and third respectively.

According to the report, the brand value of Alibaba fell 26 percent to USD49.2 billion, about half the value of Amazon, over the previous year, while Home Depot's brand value increased 32 percent to USD36.4 billion.

Overall, the three fastest-growing brands over the past one year have been Amazon, JD.com that increased its brand value 37 percent, and Home Depot, while the three fastest-declining brands were the Australian retailer Woolworths Ltd. with 37 percent drop in its brand value, Alibaba and the US high-end department store Macy's which lost 24 percent from its brand value.

The e-commerce platform eBay also ranked among the world's top 10 brands along with Amazon and Alibaba. The brand value of these three e-commerce companies accounted for about 40 percent of the total 25 brands. China's online shopping mall JD.com ranked No. 11, with a brand value of USD 10.4 billion.